The simplest funnel change we’ve ever made

▶ 0:00Alright, so this is how we doubled conversion rate across our entire client portfolio with zero impact on the actual quality of the leads and with five minutes of implementation time. Obviously, by doubling the conversion rate, we in essence half the lead cost as well, which is another way to look at this. So first thing to note is that we use quiz funnels rather than lead forms. Lead forms are terrible. We're going to do a whole video on that. They're just far too easy to complete. There's not enough qualification, all of that good stuff. Quiz funnels higher intent qualifies the leads and they get far more brand exposure. So you can see here they're seeing all of

▶ 0:29infant energies branding when they get to the thank you page, they're going to see lots of content about energy, all that good stuff that is going to greatly increase the chance they actually progress within the pipeline, which is of course, what you should actually care about rather than how cheap the lead is. So the change that we made was literally just changing the first question that we asked. So this was what we were asking before we were asking, what are you looking for, which is pretty typical, you know, what service are you trying to inquire about? And we noticed that a lot of people were hitting help me decide.

▶ 0:59About 25 to 30% across all of our clients. We were like, okay, that is kind of good because it's good when we put the question there in the first place because a lot of people are choosing to click help me decide. But at the same time, we're thinking, okay, this could be a significant problem because people are landing on a page and they don't know the answer to the question they're being asked. And even with the help me decide option, if the answer is not instinctive, they will drop. A significant portion of the people will

▶ 1:29will just drop off because they don't know the answer immediately. So we thought about, you know, okay, let's test that theory and see if we can improve that. So we use perspective for all of these multi step funnels, and they have an absolutely fantastic A B testing feature. So we thought, what is actually the easiest question that we could possibly ask someone that is also valuable and relevant to the journey. And of course, with solar, with the leads that we're looking to collect, they are homeowners. So we were like, okay,

▶ 1:59do people know if they own their home, they probably do. So we were like, okay, right, we'll test the original question. What are you looking for against do you own your home? And obviously no prizes for guessing which one performed better. But we tested it for 12 days, we reached 100% statistical significance, which perspective helps us see. And you can see there the start rate. So people that actually interacted with the form full stop went from 12.4% to 17.5%. But even better

▶ 2:29that correlated to the conversion rate, that correlated to the conversion rate going from 3.3% to 6.45%. That single change doubled conversion rate. And of course, we then rolled that change out across all clients and ditched the original variant. That is the power of working with one niche because we can do these tests. And it's not a case of thinking, you know, Oh, well, does that correlate to a different service? Does that, you know, all this stuff? No, the results are the results. We can say with extreme confidence that that the change will have the same effect or a similar effect or at least in the right direction for all clients and of course we did you know more advanced stuff with the actual step-by-step

▶ 3:07progression but that was the main thing and what this enables us to do is allow smaller solo installers potentially operating on a local level maybe spending 2k a month on ads to compete against the behemoths like the lead aggregators the heatables to make my house greens that are spending 10 times that on ads a month if not far far more right and we can assimilate all of that data across our entire client portfolio and actually give them a fighting chance and enable them to iterate at the same pace that those bigger companies are iterating of course once one test reaches significance that's our sign okay accept it and then go again test something else so the next thing that we're testing is basically a long form landing page as opposed to uh just having the quiz

▶ 3:49and that's the only thing you can see on the page so our expectation is the the start rate will be lower because the visitor has more things they can do and a general rule of thumb is you basically just want to give them as little as possible to think about they'll probably scroll they might get distracted all that kind of stuff but we imagine the conversion rate will actually be higher even if the start rate is lower because the user is going to have a better connection with the company they're going to see more of the brand they're going to be able to associate the ad far better with the landing page because it's going to have more content on it it's going to have people on it they will have consumed

▶ 4:18more material basically just have more buy-in into the whole process but the only way we know for sure is to actually just run the test we'll probably let this one run for longer because with this one we're less concerned about just the start rate we're more concerned about the lead quality and how far the lead actually progresses in the pipeline itself so we kind of need the to allow the sales cycles to play out so maybe we'll test this for three four weeks maybe a little bit longer before we make a conclusion and then roll that out across all of our clients and that's not something they pay extra for we just just roll that out because we know it's going to massively impact performance it will be

▶ 4:49something more similar to this which is what you'll see if you click the link somewhere on this video which you should do to get access to this document also if you want to try perspective which is the tool that enabled us to do all this testing if you're an agency if you're a solo installer running your own ads then definitely go do that i've got an affiliate link make me some cash please while you're doing it and i promise you'll get a ton of value from doing so if you want a copy of this document go to the link in this video and if you want the implementation of everything that we discuss we're going to be making much more content you will quickly realize that there is a lot that we're doing behind the scenes that you might not want to do yourself you might want to just get something

▶ 5:19for you so go to the same link carry on go through the questions see if you're qualified book a call with the team and i'll see you on the other side cheers